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Spark by Hilton: exploring strategic market entry in the Iberian Peninsula – risk management
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| 1.14 MB | Adobe PDF |
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Resumo(s)
The present thesis explores the strategic market entry opportunity of a new premium economy
hotel brand, Spark by Hilton, into the Iberian Peninsula. It examines the viability of this market
segment, identifies optimal regions, and analyses possible brand adaptations to ensure viability
and success. Employing a mixed-methods approach, and including a competitor analysis,
SWOT evaluation, and cultural insights via Hofstede’s model, the study highlights challenges
like market saturation, cultural alignment, and sustainability demands, providing thought through recommendations that emphasize the need for balancing global brand consistency with
local strategies to ensure successful entry and sustainable growth in this competitive landscape.
Descrição
Palavras-chave
Hospitality Market research Consumer behaviour Market entry Strategy Adaptations Risk management